20+ White Label Products You Should Start Selling Online
You’re looking for new products to sell through your online store. The difficulty is: product development isn’t your strongest skill set.
Marketing comes more naturally—it’s easier for you to create a brand and visual identity than create new products from scratch.
If that sounds like you, white labeling is a business model to consider.
White labeling happens when a business owner takes existing products and adds their own brand. This guide shares how to get started, complete with a list of 20+ white label products to add to your shortlist.
We’ll cover:
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What are white label products?
White label products are items a retailer purchases ready-made from another business.
The retailer adds their own brand identity to the white label items, saving on manufacturing costs and helping them get to market faster.
Skincare is a commonly white labeled product.
The formulation of moisturizers and serums are largely the same because the manufacturer sells the same white label product to several retailers. Each merchant puts their own spin on the product and differentiates it from others with branding and positioning.
White label vs. private label
Unlike white label products which a manufacturer can sell to various other merchants, private label products are manufactured for a single retailer.
An example of a private label brand is the Kirkland range by Costco.
Using the same supplement example: if you had a manufacturer that only sold its supplements to you, you’d be private labeling the products. If the manufacturer sold the same product line to at least one other merchant, you’d be white labeling them.
Pros and cons of white labeling
White labeling is an online business model that can be profitable—but it might not be the best option for all small businesses.
Let’s explore the pros and cons of white labeling:
| Benefits of white labeling | Disadvantages of white labeling |
|---|---|
| Save money on the manufacturing process by sourcing a product that has already been designed, created, and tested | Brand is your only differentiator, making it a difficult business model if branding, marketing, or customer experience isn’t your strong suit |
| Quick to market—you can start selling white label products within weeks | You can’t create custom products or iterate based on customer feedback |
| Lower risk since you don’t invest thousands upfront into product development or untested products | Price is often a limiting factor; customers can get identical products from a different brand |
“White labeling allowed me to create a personalized brand experience for my customers without the overhead of manufacturing. It [also] allowed me to pivot quickly based on market trends and demands.”
— Amy Smith, co-founder of Amy and Rose
How to find profitable white label products
If you’re ready to start dipping your toes into white labeling products to sell in your online store, the first step is to find a profitable item worth selling.
Simple techniques to find new products you could white label include:
- Bestsellers on online marketplaces. Marketplaces like Etsy and Amazon are great product research tools that show what people are buying. Search the bestseller category on each marketplace and jot down generic products that you could white label.
- TikTok and Pinterest trends. The majority of trends ignite on social media. Platforms like TikTok and Pinterest both have their own public datasets which show trending topics on either site. The #TikTokMadeMeBuyIt hashtag also shows what people are being influenced to buy through the social commerce platform.
- Customer feedback. Existing customers are the best source of data since you’re more likely to generate sales from people who’ve already made a purchase before. Email your loyal customers and ask: “What’s something you wanted to buy on our website but couldn’t find?” Add their answers to your shortlist of white label products to search for.
“Thoroughly research the market, identify a niche with untapped potential, and focus on building strong relationships with reliable suppliers,” says Burning Daily’s CEO Dennis Sanders—who thinks the latter is key. “Quality control is key, so partnering with trusted manufacturers is essential.”
Before committing to a product idea, search for white label manufacturers that offer high-quality products at a lower cost and have positive reviews from other merchants.
Wholesale marketplaces like Alibaba and Faire are a good starting point.
What makes a good white label product?
Not every white label product that makes your shortlist will transform your online store into a money-making machine.
A good white label product idea has:
- Market demand. The more people that want to buy a white label product, the greater opportunity you have to make money online. (Just bear in mind that in-demand products usually have high competition from other white label businesses that want to capitalize on the opportunity.)
- Good profit margins. A profit margin is the dollar percentage you earn after a product’s expenses have been taken away. Aim for at least 70%—this will give you enough cash to spend on other expenses like marketing and ecommerce software—but the higher your white label profit margin, the better.
“When it comes to product selection, extensive market research plays a crucial role. I evaluated market demand, competition, and profit margins to identify products that aligned with my target audience’s needs and preferences. Additionally, I considered scalability and long-term growth potential for sustained success.”
— Dennis Sanders, CEO of Burning Daily
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Top white label products to sell online
Ready to launch a new ecommerce business or add to your existing product range?
These are the top white label products (more than 20) to sell online. For each of these product categories, there are multiple products to sell.
- Essential oils
- Smart mugs
- Collagen supplements
- Pet collars
- Coffee
- Gua sha products
- Reusable products
- Journals and planners
- Phone cases
1. Essential oils
Essential oils have been around for thousands of years.
Now, they’re big business—studies show that the essential oils market is worth $21.79 billion. That’s set to rise to $40.12 billion by 2030.
Capitalize on this opportunity by white labeling essential oils that are high in demand. This includes:
- Mullein oil: 88% growth in search volume over the past five years
- Rosemary oil: 669% growth in search volume over the past five years
- Bakuchiol oil: 4,700% growth in search volume over the past five years
White label companies like Bulk Apothecary and Amphora Aromatics allow you to purchase ready-made essential oils and add your own branding.
Think about creating a sense of calm with your oils and supplement income with related products like diffusers or oil bundles.
2. Smart mugs
Almost every industry has been revolutionized through technology—the mug market included.
Smart mugs are temperature-controlled cups that keep the temperature of its contents stable.
The Stanley cup trend is one example of how branding in this niche can build a profitable business. Social media users on Instagram and TikTok went wild for the brand’s tumblers, which regularly sell out.
This paved the way for Stanley cup “dupes”—similar versions of the smart mug for a fraction of the price.
Publications like Real Homes, Food Network, and Rolling Stone jumped on the trend by rounding up popular dupes.
Find a white label supplier that sells similar temperature-controlled smart mugs. Build a brand around your white label products and capture the people who are looking for cheaper alternatives that are actually in stock.
3. Collagen supplements
Collagen is a protein naturally found in the human body.
It’s credited with making people look more youthful. As a result, white label brands are jumping on the trend and capturing the anti-aging market with collagen supplements.
There are endless possibilities to white label products within the collagen industry. Exploding Topics reports the following niches have skyrocketed in demand:
- Collagen serum: 34% growth in two years
- Collagen matcha: 51% growth in two years
- Collagen sticks: 200% growth in two years
Work with beauty and wellness influencers to promote your white label products. In an ideal world, you’d work with creators who could show impressive before and after photos from using your white label items.
4. Pet collars
If there’s one thing people aren’t afraid to spend money on, it’s their pets.
Studies have found that people spend up to $912 each year on their pets. One thing most pet owners have in common? The need for a collar.
Reach pet owners by white labeling your own pet collars.
Find a manufacturer that supplies collars in different colors, shapes, and sizes. Add your own branded label and start selling the collars through your online store.
Take this one step further by white labeling a pet collar with GPS functionality.
Airtag collars, for example, allow people to connect an Airtag to their pet’s collar and track its location from their smartphone. Exploding Topics reports searches for “Airtag collar” have increased by 8,400% in the past five years.
More than 4,400 people look for the product each month.
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5. Coffee
The coffee industry isn’t a new, emerging market—but it’s one in high demand.
TikTok reports that almost 100,000 videos using the hashtag #coffee were posted in the US throughout the last 30 days. Those videos racked up more than 512 million views.
That, and ecommerce’s ability to help consumers buy products from all over the world, opens up a world of opportunities for you to white label coffee.
Start by ordering samples from shortlisted white label services.
Choose the tastiest ones, add your own branding, and create a one-product Shopify store. Your new ecommerce business can be up and running within a matter of weeks.
6. Gua sha products
Gua sha is a traditional Chinese healing practice that includes pulling cold stones—also known as jade scrapers—across the skin.
It’s been long praised for its ability to reduce inflammation and puffiness in the body.
According to Exploding Topics, search demand for the term “body gua sha” has skyrocketed in recent years:
You can pick up gua sha tools on marketplaces like Alibaba for a few dollars.
Customize them by engraving your brand name or boxing them up in custom-branded packaging, then start selling these white label products through your online store.
7. Reusable products
The climate change crisis is forcing modern consumers into changing their habits. According to a WWF report, 81% of people want to recycle more of their plastic waste.
Turning single-use products into reusable items has paved the way for merchants who want to make money through white labeling—while also helping consumers protect the planet.
Google Trends data shows that searches for the following reusable items have remained stable:
- Reusable straws
- Reusable nappies
- Reusable freezer bags
The best part? Most of these products can be purchased in bulk at low cost.
The key is to craft a unique brand identity and marketing strategy that makes consumers feel like they’re making a good choice by switching to reusable products.
8. Journals and planners
Journals and planners make great white label products because they’re simple.
There are no refrigeration or sell-by dates; they’re easy to store; and many people use one on a daily (or weekly) basis.
Break into this ecommerce niche by white labeling products like:
- Back-to-school planners
- 2024 diaries
- Fitness planners
- Gratitude journals
- Meditation notepads
Bear in mind that journals are seasonal products. As this Google Trends data shows, searches for “planner” increase in September (for back-to-school season) and the New Year.
9. Phone cases
Not only do almost 80% of people have some kind of case to protect their smartphones, but the customization options are endless—one component of a great white label product that allows you to target the mass market with niche products.
Add phone accessories to your shortlist of white label products and source plain cases from marketplaces like Alibaba.
Configure your Shopify store to give shoppers the option to customize their phone case. From uploading a design to adding their name, you can use inexpensive printing tools—or a service like print-on-demand—to make money white labeling.
White label product FAQs
What is the legality of selling white label products?
You’ll need an ironclad contract with your manufacturer to sell white label products legally. Consult a professional lawyer that specializes in ecommerce when drafting or agreeing to any white label contract.
Can you make money with white label products?
Depending on the products you’ve chosen, white labeling can be a profitable business idea. Choose items that are in high demand, cheap to source, and have high profit margins.
How do I find white label products to sell?
Profitable white label products are in high demand.
Look for trends on social media sites like TikTok, “bestseller” lists on global marketplaces, and see what other businesses in your niche are pushing through their marketing campaigns. Then find a manufacturer who sells these white label products and calculate the profit margins for each item.
What are the best white label products?
– Candles
– Coffee
– Reusable straws
– Pet collars
– Collagen supplements
How can I effectively market white label products?
Define your buyer persona—the traits, purchasing habits, and pain points of your ideal customer. Market your white label products by communicating how your own products help these people through your product pages, email marketing campaigns, and social media advertising.
Is white label the same as private label?
White labeling happens when a manufacturer sells the same generic product to a variety of merchants. A private label manufacturer, however, only sells the product to a single retailer.
Create incredible landing pages for your white label products
Choosing which white label products to sell is the first step in running a successful ecommerce business.
Entice people who land on your online store to buy by designing friction-free shopping experiences that subtly nudge people into hitting the “add to cart” button.
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With Shogun, you can:
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- Use native AI features like AI Text, AI SEO, and Shogun Insights to speed up the design process
- Preview your store experience across all devices
- Create reusable Snippets to design new pages from templates in a fraction of the time
- Incorporate user-generated content like reviews and customer photos into your website design
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Elise Dopson
Elise Dopson is a freelance writer for B2B commerce and martech companies. When she's not writing, you'll find her in the Peak Freelance community or on Twitter.
